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12 Tips for Gaining Client Attention with Google Ads
Google Ads is a proven marketing tool. Real estate agents are using its reach to bring in quality leads that have the potential to become customers. Understanding how to customize this highly targeted advertising approach is key. Use these 12 tips to get the most out of Google Ads.
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4 Tips to Create an Effective Facebook Ad Strategy
Creating the best ad strategy for your business is a delicate balancing act between maximizing success and staying within the advertising budget you can afford. That's what agents Garry Creath and Chris Scott did to maximize their usage of Facebook Ads to benefit their business. Garry, a cofounder of Paperless Agent and Chris, a marketing expert for Paperless Agent, hosted our last 'Secrets' webinar and shared how they were able to create a successful business utilizing an effective ad strategy with Facebook Ads. Working with Facebook can be difficult at times. There are so many pieces to work with Facebook, but Garry and Chris mentioned four different requirements for Facebook campaigns that can simplify the process. Check them out below.
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Facebook Ad Changes for Real Estate: What Agents and Brokers Need to Know
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How to Promote Your Business and Brand with Facebooks Ads
At the end of 2018, the National Association of REALTORS reported over 1.3 million members. That's a heck of a lot of competition jockeying for the attention of home sellers and buyers across America. As a time-strapped REALTOR on a tight budget, how do you uncover ways to stand out from the competition in your local area, attract more leads, land more listings, and grow your real estate business? Consider Facebook advertising.
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Choosing the Right Ad Strategy for Your Real Estate Business
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Online Advertising Advice: Why Winter Is Your Time to Shine
You might be reading the headline here and scratching your head, but hear us out: When it comes to maximizing the ROI on your online advertising, now is the moment to get the most bang for your buck. Here's why you need to be running real estate ads right now:
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The Big Secret to Effective Facebook Advertising
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Upgrade Your 2019 Advertising Budget with an Exclusive Benefit for REALTORS
REALTORS® can now get more advertising bang for their buck, thanks to a new partnership between Adwerx and the National Association of REALTORS®' REALTOR Benefits® Program. Through this partnership, digital advertising platform Adwerx provides NAR members an exclusive 15 percent additional ad impressions at no extra cost. So what's included in this benefit and how can you claim it for yourself? Today, we're going to tell you everything you need to know about how the program works. The Basics: What Is Adwerx? Let's start at the beginning—what is Adwerx and how can it benefit your real estate business? Adwerx is a digital advertising platform that makes it easy for agents and entire brokerages to create, deploy, and manage digital ad campaigns. In just a few minutes, you can set up ads to market your listings or your brand across major websites, social media, and mobile apps. What sets Adwerx apart from other advertising tools is its use of "retargeting" technology. Adwerx identifies likely real estate consumers based on their online behavior—like using a mortgage calculator or browsing listings online. It then serves your ad repeatedly to those consumers, or retargets them, as they surf the web or use mobile apps. If you've ever noticed that an ad seems to "follow" you around the web, you've experienced ad retargeting. Because Adwerx only shows your ads to those most likely to be interested in your services or listing, agents and brokerages save money by not wasting impressions on disengaged audiences. This means your ads have a higher success rate and a healthier ROI. What's Included in This Realtor® Benefit? NAR members receive 15 percent bonus ad impressions on newly purchased and renewed Adwerx campaigns. That means if you purchase 10,000 ad impressions, you'll receive an extra 1,500 impressions, for a total of 11,500. (An 'impression' is each time an ad is served to a consumer, also known as views.) Adwerx offers several different types of ads for real estate, all of which are eligible for the 15 percent bonus: Listing Ads - Advertise your listing to likely home buyers within a specified radius around the property's address. Create a standard listing ad, or a variation like "Just Listed," "Just Sold," or "Price Reduced" to catch consumers' attention. Zip Code Ads - Promote your brand to likely buyers and sellers in the market of your choice. It’s a great supplement to your geographic farming efforts, and an effective way to break into new market areas. Sphere of Influence Ads - Reinforce your brand with those who already know and trust you. Just import your contacts to Adwerx, and they'll target your sphere for you. Recruiting Ads - Are you a broker looking to recruit top agents in your area? Target the top performers of your choice by uploading a database of prospective recruits. How Do I Claim My Bonus Ad Impressions? To activate your additional impressions on new ad campaigns, simply enter your NAR member ID number (NRDS ID) at checkout. For existing campaigns, validate your NRDS number on your existing Adwerx account, and the bonus will automatically apply to all ad campaigns when they renew. And good news! This offer is stackable. That means that if you already use another Adwerx offer or discount from your brokerage or association, you can still use this NAR member benefit in addition to those offers. (The only caveat? Automated brokerage listing ads are not eligible for extra impressions.) Next Steps Want to learn more or need help getting started? These resources can help: Questions and Answers More offers from NAR's REALTOR Benefits® Program Adwerx for Real Estate  
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Pros, Cons, and Best Practices of a 'Guaranteed Sold' Program
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Real Estate Advertising Trends You Should Be Aware of This Holiday Season
Paid advertising is never static, as a direct result of supply and demand. Your cost-per-lead will fluctuate depending on the number of homebuyers relative to the number of advertisers in the market. Seasonality also impacts search traffic! Luckily, there are some patterns you can follow. Here are a few of the top paid advertising trends to stay aware of during the holiday season.
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Tech Savvy Team's Highest ROI is with Print Marketing: Here's Why
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Find Your Next Listing with These Geographic Farming Tactics
Real estate farming is possibly the most proactive position an agent can take to build inventory. The method includes a series of steps that analyze a given neighborhood, ZIP code or market area to determine how many homes are most likely to sell, at what price range, and how long they will be on the market. A good farming strategy involves working through a set of five exercises to determine the area's viability.
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Last-minute Ad Blitz for Open House Nets 200+ Leads
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A New Guide to Facebook Ad Targeting
As the largest social media platform, Facebook offers unique opportunities to connect with potential leads. Unfortunately, due to changes to Facebook's algorithm, companies have been finding it more and more difficult to get organic traffic to their Facebook posts. This means that today, Facebook success is largely dependent on creating a strong advertising strategy, which requires a combination of appealing ads and targeting them to the right groups. This, too, is harder now than it used to be, but it's not undoable. There are still several options you can use to target your ideal audience with Facebook ads.
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A Realtor's Playbook for Creating Facebook Lead Ads
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Farming and Facebook: Getting It Right
The world moves fast, and yesterday's geographic farming just won't cut it in today's real estate market. The competition is too steep -- and too technologically advanced -- to limit yourself to door-knocking and leaving flyers in a neighborhood. The current connected world demands an online approach to complement and work alongside your offline strategies.
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I Have a Great YouTube Ad... Now How Do I Get Viewers?
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Debunked: 4 Myths About Running Facebook Ads
If you haven't tried Facebook ads yet, we get it. It can feel intimidating at first, especially with a lot of myths floating around about how much it costs and what you need to get started. But the fact is, when you're weighing how to advertise your listings and deals, Facebook is a great option. Facebook ads are effective and easy to get running (we promise!). Let's separate truth from fiction. Here are the top four myths about Facebook real estate ads:
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Maximizing Facebook: Boost Your Posts or Post More Ads?
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YouTube Ads: TV Ads for the 21st Century
Anywhere you find content these days, you can be sure someone has figured out a way to offer advertising with it. Facebook has Facebook Ads, Instagram has Instagram Advertising, and YouTube has YouTube Ads. While you and your local competitors are likely already fighting for market share on the first two channels, chances are that your local YouTube audience has a lot of untapped potential.
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5 Ways to Win More Business in a Low Inventory Market
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Your Farm Area Doesn't Suck. Your Marketing Material Does.
The first time I speak with a new client, a common complaint that comes up fro agents is that part of their wanting to change marketing firms is so they can start fresh. That fresh start includes picking an entirely new area to market to. You see, they go on to explain that the farm area they were previously marketing to just wasn't any good. Their logic on this is instead of throwing good money at bad, they would rather just make a clean cut and start over.
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5 Ways to Take Your Advertising from Boring to Amazing
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Facebook Advertising for Real Estate on a Budget
As a real estate agent or broker, Facebook is still the number one place to get in front of your current and past clients as well as new and potential clients. And, having a Facebook Business Page is still one of the best ways to market yourself and generate new business. Nobody knows this more than social media expert Katie Lance. She has 10 power tips for managing and monetizing your social media while controlling costs. We share five of them here, but you should really read all of them! There are a number of ways you can maximize Facebook on a budget. Here are a few of the most important tips and strategies you can implement today.
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Revealing Statistics About the Millennial Homebuyer
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Forget the Refrigerator Magnets and Market With Thumb Drives
Are there any new ideas for real estate marketing? All of the old standby methods are still being used, from pens to refrigerator magnets. Those work fairly well for keeping your name and number out there if they keep them. What about an inexpensive way to put digital content in front of your prospects? Promote a new listing with images or even video. Or, do a presentation of your services. You can even do brief videos of your client testimonials. Using USB thumb drives, all of this is easy.
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How to Create Instagram Ads for Real Estate
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Digital Advertising: Not Just for Banner Ads Anymore
Effective advertising can cement your position in the community and attract buyers and sellers you wouldn't normally be able to reach. It can even turn a small, family-owned business into a household name. But to plan an effective ad strategy, you need to know what ad types are available and how to use them. One of the most popular ways to advertise is online. This is called digital advertising. Learn about different digital ad types below.
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Low Inventory? No Problem! 3 Digital Ad Campaigns for Finding Seller Leads
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2 Facebook Lookalike Audiences that Can Boost Your Real Estate Sales
One of Facebook's advertising features that Realtors are significantly underutilizing is 'Lookalike Audiences.' Properly harnessing lookalike audiences will not only help you spread your brand further, but also give you access to fantastic potential clients you probably would not be able to attract any other way. But first, let's examine the following: What Is A Lookalike Audience?
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Common Facebook Ad Mistakes to Avoid
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Are Digital Ads the New Drip Campaign?
E-mail marketing is a proven, affordable way for real estate agents to earn new and maintain existing relationships. It's not quite as easy as the popular term "drip campaign" suggests it might be, however. Drip campaigns imply that the same message can be left to "drip" into inboxes month after month, sent with the hope that eventually someone either gets annoyed enough to unsubscribe or hopefully, calls to inquire about a listing. In short, the idea that any marketing effort can be run totally hands-free and still pay off represents a rather fundamental misunderstanding of how marketing works. This is why every few months, major consumer brands adjust their message and run new commercials. They test and measure to find out what resonates. Making matters somewhat worse is the growing number of CRMs that automate not just content delivery, but content creative, too. Marketing can indeed be automated and effective. But it can't be left unmonitored, only to eventually drip its way into the SPAM folders of forgotten clients.
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Anatomy of the Perfect Facebook Real Estate Ad
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Real Estate Re-branding: What We Can Learn from 3 Top Brands
Three lessons you can learn from the rebranding efforts of top real estate brands Whether it's Century 21's bold new brand attitude or RE/MAX's refreshed logo and balloon, it's impossible to ignore that real estate is going through a major branding shift. While it's easy to simply shrug and move on as these new logos and brands are switched out (especially if you aren't a C21 or RE/MAX agent), you may want to stand up and take notice. The revised look and feel of a major brand can require years of research and design conversations... and millions of dollars spent on ad agency resources. Here are three lessons you can learn from the "big guys" and leverage in your own branding.
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4 Tips For Realtors Who Want to Dominate Their Geographic Farms
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Generate Qualified Leads with Facebook Ad Funnels
Now more than ever, real estate agents are using Facebook ads to regain the social reach they lost to algorithm changes and drive traffic to their landing pages. However, with increased competition, simply running random ads isn't enough anymore. To increase their effectiveness, sophisticated agents are creating sales funnels to weed out the weak, useless leads and find the qualified buyers and sellers.
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Real Estate Marketing (and All Marketing) Requires Patience
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If You Think Pay-Per-Click Ads Are a Waste of Money...Mistake!
It can be fun to ask real estate professionals the question, "How much real estate PPC, Pay-Per-Click, advertising do you do?" The answers vary a lot: "None, never tried it, not in my marketing budget." "Tried it, but never got any good leads" "Tried it, spent a lot of money, leads not worth the cost." "I do a little" or "I'm testing it." It's those last two answers that should get your attention. They could very well be a successful professional who is getting high quality leads from PPC, but they don't want to tell you. After all, you're competing with others in your market area with your PPC ads, and that can run up the cost of each click, so why talk about success? The first three answers, whether they know it or not, are often because they've never learned the true value of real estate pay-per-click marketing, they tried it without doing it right, or both. That one successful person isn't going to tell you their secrets, but we can here.
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14 Real Estate Promotion Ideas You Might Not Be Using
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Why This Year's Record Shopping Season is Good for Online Real Estate Ads
Ah, the holidays: a time for mirth and merriment, Turner Classic Movies, eggnog, no-longer-ironic bad sweaters, and pre-dawn Walmart riots. Oh, and shopping. Can't forget shopping. It's All Online This year's Black Friday sales produced $5 billion for online retailers in 24 hours, according to Money.cnn.com. That's a new record, and a 16.9% increase from last year. The Verge reported that mobile sales dominated 2017's Cyber Monday deals. Of the $6.59 billion in total online sales, mobile users spent a record $2 billion. These eye-opening figures should get the attention of savvy online real estate marketers. After all, if that many consumers are spending that much time and money online, it's a safe bet a few of them are also home buyers or sellers.
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A Real Estate Agent's Playbook for Creating Facebook Lead Ads
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Whose Real Estate Brand Are You Building?
A few statements should help us get on the same page as to how your real estate business and real estate brand will prosper in the future. Almost all real estate practitioners are independent contractors. Even the IRS has recognized their independent contractor status with special tax considerations. Your success and income will depend primarily on your own efforts and ability to generate and close leads and real estate deals. In many cases, the real estate agent will have more money invested in their startup than their broker who may just provide an office space.
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Landing Page Ideas that Win Over Home Buyers
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Understanding the Costs of Social Media Advertising
Accruing annual expenses such as MLS dues, local/state association fees, and license renewals is an expected part of being in the real estate business. In addition to those costs, you showcase your listings on search portals like Homes.com to generate more quality leads. Every dollar you spend on your business is to reach more leads, listings, and clients. Social media is a great way to meet new clients, and its advertising power will continue to rise, so why not create a social media ad budget that will ensure the growth your real estate business? However, before simply spending ad dollars on social media, you need to understand the costs associated with advertising on these platforms.
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How to Compete Now that Marketing Has Gone 'One-to-One'
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Move from Likes to Leads with Facebook Ads
Recently we shared Setting Up Your Facebook Ad: It Starts with Audience to help you better target your next Facebook ad campaign. Today we'll look at how to place your "offer" in front of potential prospects and move from "likes" to leads. What makes these ads unique is that they can be customized to get your offer, such as a newsletter opt-in, a request for free home valuation, or a local market activity report, in front of potential prospects. It's all possible because lead ads come with simple forms that capture a prospect's information within Facebook. The forms will even pre-populate a prospect's information such as name, email or phone number.
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4 Essential Principles for Geographic Farming Success
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Your Real Estate Logo Is Not Your Brand
Whenever we start helping an agent with a real estate marketing plan, we schedule a call to discuss how the plan is laid out, art requirements, handling of databases, etc. This week, I was onboarding a new client and she said something that struck a chord with me. She had sent us a copy of her logo and it was very important to her that we not only had it, but that we understood that there are specific ways in which we are to use it. This is quite a normal occurrence, especially when we are working with larger brokerages. What stuck in my head, however, was how she misunderstood what a logo really is. You see, she referred to her logo as her brand. Now I might be splitting hairs here, and she is a little bit correct, but I think it's important to really drill down to what a brand is.
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Setting Up Your Facebook Ad: It Starts with Audience
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3 Steps to a 360-degree Real Estate Marketing Campaign
While it can be said that the most successful real estate agents are those that work off of their network to get a constant flow of referral business, in reality that takes time. Most agents that can reliably depend on consistent referral business have had many years of practice. They've paid their dues and after relentlessly sticking with it, they are seeing the benefits. If you have not had that much time in the saddle, or you have not been that consistent throughout your career, this method of getting business will not work for you. Yes, you will get some referrals from your past clients and sphere, but it certainly won't be enough to sustain and grow your practice. So what is an agent to do that can't rely only on referral business but wants to get more clients? The answer is simple. Do more marketing. First off, doing more marketing will help your bottom line—but it's important to point out that it will only help you if you have a methodical, thought out marketing plan to roll out in your marketplace. That's why it's critical that you plan your content strategy BEFORE you get started. Second, you'll undoubtedly do at least two to three different types of marketing projects that fall across different media. As a result, you also have to make sure you've crafted your plan so that one type of marketing naturally leads to and leverages the next type of marketing. That way, you can truly have a full, 360-degree campaign.
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Don't Be 'That' Agent! Remember Your Sphere
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5 Common Mistakes Agents Make when Farming -- and How You Can Avoid Making Them
When it comes to farming a local market area, are you doing everything you can to drive in real estate seller leads? Here are five common mistakes real estate agents make when farming. Mistake #1: Agents tend to "stick to what they know"
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The Best Kept Secret in Social Media Advertising
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Win More Business from Your Sphere: 3 Ways to Tweak Your Marketing
The ads and flyers you run to your geographic farm often act as an introduction to you, your brand and your business niche. It's acceptable (and expected) that your Just Listed flyers explain who you are and what you do. But when it comes to marketing to your sphere — the people who know you best — it's important that you work to reinforce your value proposition, not introduce it. Because while a refrigerator magnet with your face and email on it may be a suitable giveaway for 500 people in your farm, it's a weird gift to offer the cousin who bunked with you every summer at Camp Lakota. Your goal, then, is to make Cousin Jim feel more special than anyone in your CRM. Here are three ways you can tweak your marketing to better appeal to your sphere contacts.
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5 Ways to Create a Cool Summer Real Estate Strategy
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Is Your Real Estate Farming Strategy Outdated? 3 Ways to Tell
If your postcard marketing results are declining, it's likely not the marketing vehicle, but how you are going about your campaigns. Here are three tips to make sure your real estate farming practices aren't outdated.
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How to Close More Real Estate Deals with Facebook Messenger
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The Ultimate Guide to Facebook Ads
Real estate professionals have outgrown marketing tactics like advertising on bus benches, billboards, and classifieds, and it's a good thing they have; traditional advertising comes with a hefty price tag. Fortunately, social media has made it possible to advertise your business without emptying your bank account while targeting your audience with 1000 times more accuracy than traditional advertising methods. With over 1.94 billion active monthly users, Facebook can be viewed as the one of the greatest advertising markets available for any business, including real estate. By providing businesses with the means to reach an exponentially larger number of customers with a significantly smaller budget, Facebook has put businesses where they want to be: in the eyes of their target market. We will walk you through setting up a business page and give you tips to rise above Facebook's algorithm to reach more individuals organically. Then we will show you how to create an ad campaign, select a targeted audience, and understand Facebook Insights, so that you can start benefiting from advertising through social media's leading network.
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[Video] How to Find Your Best Listing Prospects
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Why Facebook Ads Work
A long time ago, on a social media site far, far away, there were no ads and minimal business presences. Facebook was meant for college students to connect with one another, not for Amazon to place retargeting ads to get you to buy that extra-large box of paper towels in bulk (amiright?). Yes, I fondly remember the good ol' days. But we must change and evolve, right? Stay relevant, reach wider audiences and, of course, convert traffic! How can all this be done? The answer is simple: Facebook advertising. I'm going to show you just how powerful Facebook ads can be for your business by showing you what a page without Facebook ads will look like and its inevitable future, as well as a page thriving with Facebook ads.
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Hot Tips for Creating the Best Real Estate Facebook Ad
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Send Targeted 'Just Listed' and 'Just Sold' Postcards (without using predictive analytics)
Send Just Listed and Just Sold flyers to specific targets in your market area There are plenty of terrific predictive analytics solutions that can help you identify the homeowners most likely to sell in any given area — SmartZip and Revaluate are two of the most common solutions. But if you can’t afford the time or money to sign on for predictive analytics, you can still target your direct mail efforts in other ways. RealMailers.com allows agents to use their system to design, target and deploy direct mail to specific homeowners in their market area. The three steps are:
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How to Pick the Right Size Real Estate Farm Area
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Target your closest contacts! Create a custom audience for your Facebook ads
Today, we’ll show you how you can import a custom audience into Facebook so you can target exact contacts instead of running wide-net campaigns based on location or demographic groups that don’t violate Fair Housing rules. Why create an ultra-custom target list on Facebook? Email marketing is terrific, but it’s getting easier and easier to ignore emails that come into our inbox. What once felt urgent and personal is now at risk of feeling just as outdated as a bus bench ad. So, what’s a savvy agent to do? Well, running Facebook ads is a terrific way to engage your next set of buyers and sellers — and thanks to this pro tip from realtor.com® social media manager Marci James, now you can run Facebook ads that ONLY target a specific audience of contacts that you upload directly to Facebook.
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I’ve Got This List of Homeowners that Responded to My Marketing. Now What?
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3 Ways Your Real Estate Postcard Farming Content Can Live Beyond The Postcard Itself
When discussing the merits of postcard marketing with real estate agents, one objection that occasionally comes up is that the lifespan of real estate farming postcards is just too short, given what they cost. The theory is that the homeowner gets the card in their mailbox, glances at it for 3-5 seconds and then simply tosses it in their recycling bin, there marking the end of the that postcard's usefulness. While I will admit that does sound bleak, and I am sure that some postcards do in fact follow that exact lifecycle, I'll also note that the only postcards that are suffering this fate are postcards that set up poorly. It could be a variety of reasons. The content might be too thin. The message might be targeted incorrectly. The call to action could be weak (or, even worse, completely non-existent). Or, the card just may not be visually appealing enough to warrant attention. Having real estate postcard content that lives beyond the initial touch the homeowner has with it is critical if you want to turn homeowners into leads and start them down the path to becoming clients. Let's face it. You are also spending your hard earned money on these postcards. While postcards, even looked at for only three seconds, will build brand awareness, why settle for just awareness? You should be using your hard earned marketing dollars to make sure you have every opportunity to capture a new lead and turn them into a client. With that in mind, today I want to share with you three great ways you can make sure people not only remain engaged with your postcard farming content, but make the content larger than the card itself. Don't Stop with Just the Card – Take Them on a Journey One of the most amazing things I find, especially given all the great technology that is available to agents, is the fact that agents are still content with simply sending out a postcard and leaving it at that. Why stop with simply taking someone on a trip to their mailbox when you can actually take them on an entire journey?
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Why You Need a Real Estate Landing Page for Your Digital Ads
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Write the Best Real Estate Headlines (with help from a master copywriter)
There was a time when having a website was enough to demonstrate a company's marketing acumen. We didn't have to strategize ways to push people to it or invent tactics to get them to stay there. A good-looking website with some shiny Flash animations told everyone your company was modern, tech-savvy and worth hiring. Automatic credibility. The trajectory of online advertising was similar. Clicks came easily — at first. Those days are long behind us. The Internet is only getting louder and more powerful. However, with the right digital display ad sending people to the right landing page, customers can come easy. Or easier, rather. But what makes a good real estate advertising? For real estate advertising, it's the same thing that makes any ad worth responding to: a great headline. Advertising legend David Ogilvy espoused that a headline is 80 percent of an ad's worth. Get it right, and it'll be a winner. Unfortunately, it's so easy to get wrong. Ogilvy's favorite headline was for an automobile ad: "At 60 miles an hour, the loudest noise in the new Rolls-Royce comes from the electric clock." That line describes features and capabilities (60 mph / peace and quiet / electric clock), introduces the product (New Rolls-Royce), and uses contradictory car ad language by not discussing engines, wheels or other internal combustion technologies. How can you apply these ideas to an ad about a house? Here's an idea: "There's one thing missing from this 4-bedroom: game night." It might not be David Ogilvy, but it does describe the home while reaching out directly to a person looking for a home. It sets a scene instantly. Instead of "telling" the reader this home is great for get-togethers, the headline "shows" that same attribute. It suggests the home is ideal for entertaining, has many modern amenities, and above all else, is for sale. This is also known as selling the "sizzle" and not the "steak." What makes the steak delicious? The sizzle. What makes a real estate ad intriguing? A story.
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Make the Most of Your Open House with Facebook: 3 Campaigns to Fill Your Event and Promote Your Brand
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How to Create Facebook Carousel Ads and Get Better Results
Lately, the Carousel ad has been one of the top performing Facebook ad types we've run at Goodlife Realty to date. And now Chris Scott, president of Goodlife Realty and co-founder of The Paperless Agent, is letting you in on how to achieve the same reach and success. The Facebook Carousel ad, a creative ad that uses several photos, has been outperforming all other types of ads for us, and it makes sense. A Carousel ad is enticing, and it invites a viewer to take an action. The first action is to slide through a given photoset, while a second call to action brings an interested viewer right to your property landing page, where they can learn more about the featured property. A property landing page is simply a page that a visitor to your website is directed to that has specific content designed to respond to a call-to-action. Why is it so important to add related listings to your property landing page? Statistically speaking, it's likely the home the viewer is looking at won't be the right home for them (so give them options); Offering additional content entices a potential buyer to stay on your site longer; This, in turn, positively affects the bounce rate (the percentage of people who only look at one page of your website and then leave) and delivers a better user experience. Carousel Ads (multi-image ads) In the past, Chris found great success promoting Goodlife Realty open house events by first creating a Facebook event within the business page; but after much tweaking, Chris has found a better way to promote open houses with a much higher reach, as you can see below: Facebook favors the multi-image ad because the photos tease the viewer to click and see more (it's like a sneak peek inside the home). Running a successful carousel ad campaign does require having a page or blog where you can add your open house.
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Real Estate Advertising Ideas to Steal from Madison Avenue
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Go-to Market Plan: How to Make a Better Promise to Sellers and Win More Listings
Are you looking for that "one thing" to set your agency apart from the others? Seeking a way to differentiate yourself? Want to position yourself as the agent to work with? Of course you do, and you've come to the right place. In this blog post, we'll look at our go-to market plan—the strategy behind Garry Wise's successful brokerage, GoodLife Luxury–and how you can use it to rise above your competition. Essentially, a go-to market plan is a checklist of all the things that you will do to help your client market and sell their home. You may be thinking that you already have a list (albeit perhaps an unintentional or unspoken one) of things you do, but it's important to get that into the open with your potential clients, right from the get-go. Why? Because it sets you apart. According to the National Association of Realtors, what sellers want most of all from their agent is help marketing their home to potential buyers: Why is a go-to market plan is so important? It explains how you are going to give your client what they want most of all. Your customers don't simply want you to help market their home – they expect you to market their home. When you take a listing, you are promising your clients you will do just that. So if the following sounds like your current marketing strategy... Put a sign in their yard, List on MLS, Pray that it sells! ...then you are breaking that promise right out of the gate! Look at it this way: if the number one expectation of your potential seller is to market their home, then that's what they expect you are going to do.
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Don't Be a Greedy Realtor
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Facebook Funnels for Real Estate: A Practical Example
Following up on my last article about why you need Facebook funnels for your advertising, I want to share with you a practical example today of what the Facebook pixel looks like and where it goes, what funnel ads look like, and how to string them all together to make sure you are 100 percent on point with your digital marketing strategies. For the purposes of this article, I'm going to assume you followed the descriptions in our last article about audiences and already have those built. If you do not, don't worry. One of my next articles is going to be a summary on how to create the perfect Facebook audience for real estate. It All Starts with the Facebook Pixel Your funnels will not connect to one another and lead the prospect through qualified lead status and eventually to client status unless you can somehow track which ads they are interacting with, how many times they've visited your pages, etc. Certainly, though, you can't manually keep track of this traffic on your own, let alone figure out what specific Facebook user actually visited your page. So what are you to do? It's simple. You use the Facebook tracking pixel. In your Facebook Ad Manager, there is a section where you can manage your pixel. This pixel can be set up for specific actions to track visitor behavior. For instance, the code snippet above is set up to track visits to a page or site. The Facebook pixel will not only collect all the Facebook users that engage with your ads and visit landing pages or download pages, BUT also which specific pages the users have visited. This is very powerful in that it allows you to then break apart your visitors and serve them very specifically niched ads that are the most relevant to what they are interested in. Once you have your pixel code generated, all you need to do is put it on every single page you want to track. I would recommend putting it on all your landing pages, the pages on your website, and any other online properties that advertise your real estate practice that you have control over. One thing we get asked often is, "How do I know the pixel is installed correctly?" Instead of waiting 24 hours to see if it's generating traffic, there are tools out there you can use to check instantly. My favorite is a Google Chrome extension called Facebook Pixel Helper. This plugin will instantly show you how many pixels are installed on a page, right on the top right of your web browser window. It couldn't get much easier.
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Money Doesn't Grow on Trees. It Grows in Geographic Farms.
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The Best in Real Estate Branding
Creating the best real estate branding is all about creating the best impression. So you put your picture up on your website? Great, now buyers know your face, but they still don't know your brand. Having the confidence to creatively (yet succinctly) show what makes you a REALTOR above the crowd is the key to successful branding. You're not just selling a house, you're selling you selling the house. Brainstorm: how to make real estate branding ideas rain in your brain When decoding your brand, think about how you present yourself to the world. Are you memorable? Are you bold and assured in your approach to net results? Bold is beautiful, and that translates easily to real estate branding. The more memorable you are, the more likely you are to get referrals, listings, appointments, and sales. Now THAT is a storm we call perfect. Let's get back to basics. You need real estate branding ideas. Those ideas need to have a purpose, or your collection of materials looks unfocused and slapdash. This is your brand. Something this important requires what we call awareness marketing. From understanding who you are to understanding who your customer is, taking stock of key characteristics will help shape your brand ideas. If you've been taking the cookie cutter approach to your Realtor business cards and website, it's time for that cookie to crumble. Highlight what is unique about you in your real estate business. Think of positive feedback you've gotten from sellers and buyers and use it. That is your real estate brand! See? Not so hard after all.
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How to Write 'Benefits' Ads to Attract More Buyers
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Facebook for Sellers: Concrete Ideas for Closings Using Facebook's Ad Manager
Wednesday, March 15, 2017 at 10:00 AM PDT If you are one of the billion users of Facebook, you know how effective the ads are on you as a consumer. We'll discuss using Facebook and its ad system to create listing opportunities without being one of those really annoying typical real estate agents on Facebook. Register now!
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Facebook Advertising and Seller Lead Generation
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Why You Need Funnels With Your Facebook Advertising
The Facebook advertising platform has taken off in a huge fashion. I would put Facebook advertising above content marketing, Google AdWords or SEO. Facebook Ads have become everything when it comes to online marketing. This saturation has led to Realtors seeing their conversion results decline, and therefore wonder what they need to do to get the conversion rate back up. To the average Joe on the street, the "secret" to doing this might really seem like a secret, but to someone like myself that eats and breathes this stuff, it really isn't. What it comes down to at the end of the day is just applying good, old fashioned marketing practices to a high-tech marketing platform. What are these tried and true principles, you ask? It's simple. You need to apply a sales funnel methodology to your Facebook Ad campaigns. What Is a Sales Funnel and How Do I Apply It to My Facebook Ads? I've been talking and writing about the need to have a strong content marketing strategy for your real estate website for years. While I could write an entire article (and I think I actually will) on specifically what a real estate sales funnel is, today let's keep things simple to make sure you have a working idea of a funnel and how it works. Sales funnels are buckets you can put visitors into that define the different parts of the journey they are on—from initially interested in your services to becoming a client. When you are talking about sales funnels in terms of your online marketing strategy, I suggest you look at establishing three distinct funnels: 1. I breathe, therefore I am groupThis group of people is exactly what it sounds like. This would literally be anyone with a pulse, and anyone that could possibly, one day, someday, do business with you. You do not want to be picky with these people. The net you cast to define these people is very, very wide. An example of a group such as this would be all people that live in the city where your farm area is located. Sure, you may not have refined it to your exact zip code, or honed it by homeownership status, or even age, but that is okay. The idea is to get eyes on your ads and content. The offers you give these people in ads require no lead capture or landing pages at all. You simply want them to click on your ad to go to the item of value that is promised to them. An example might be a market report for the city you are farming to, or a blog post about preparing your home for sale that you recently wrote. What? We aren't asking for their contact info? Correct. The idea is to get them to your page so you can retarget to them later on down the funnel. If you don't know what retargeting means, don't worry. I will explain it in my next article in detail. The idea is to run as many people through this first funnel so you can then narrow it down and turn your "visitor" into a "qualified lead" by serving them different, more targeted ads at a later date.
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Defining the Campaign Objective of Your Facebook Ads
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CFPB Fines Real Estate Company: Do Agents Need to Worry?
Is Zillow RESPA compliant? Are MSAs illegal? These are a few of the questions posed in a new video that examines the impact of a recent order from the Consumer Finance Protection Bureau (CFPB), the government agency formed in 2011 in the wake of the 2007-08 mortgage crisis. Late last month, the CFPB "issued a warning shot to Realtors and brokers nationwide" when they fined a real estate company for an improper MSA (marketing services agreement) and referrals. According to the consent order, the lender was violating RESPA by offering the brokerage what was, essentially, a disguised payment for a referral. So what does this mean for agents who use, for example, Zillow's co-marketing program that lets them share advertising costs with a lender--or even other lead generation services? Does this arrangement violate RESPA, and do agents need to worry about the CFPB coming after them? Check out the video above to learn more, and then share your thoughts with us in the comments below!
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Facebook Ads for Real Estate, Part 1: Creating a Business Page
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Landing Pages 101: Tips and Tools for Getting Set Up Fast
We've been getting a lot of questions about landing pages lately. It's no wonder, either—from Facebook ads to Google Adwords to home valuation offers, landing pages are a critical piece of your online lead generation activities. After all, a good landing page can turn an anonymous web surfer who clicked your Facebook ad into a bonafide lead who willingly gives you their contact information. But who has time to create a landing page from scratch? (Hint: not you!) Today, we'll look at a handful of easy-to-use landing page solutions, and best practices for making your landing pages successful. What is a landing page, anyway? Before we get started, let's clarify what a landing page actually is and why Realtors may want to use them. A landing page is a standalone web page dedicated to one thing only: capturing leads. Agents typically use landing pages as the destination that web surfers go to when they click on an ad. For example, let's say you're creating a Facebook Ad that offers homeowners a free home valuation. Where should you send people that click your ad? To a landing page where prospects can receive that home valuation instantly in exchange for their contact information, so you can follow up with them later! A landing page is different than an ordinary page on your agent website. For starters, a landing page should match what your ad is offering. Prospects who click on an ad for a free home valuation should be sent to a page where they can get exactly that--not the front page of your website, or your "Contact me" page, as that would just cause confusion for the prospect. Landing pages, on the other hand, are designed to be straightforward and offer prospects exactly what they want in order to get them to give up their contact information as quickly as possible. The best landing page designs eliminate all distractions not pertaining to the offer at hand. There are no links to your agent website or elsewhere—just persuasive copy, relevant images, and a lead capture form. If you'd like a little more in-depth information about landing page basics, check out these articles: Anatomy of a Real Estate Landing Page Landing Page Tips to Help You Generate More Leads Landing page solutions Now that you know what a landing page is, let's take a look at a few solutions that are easy to get up and running quickly: Leadpages - While Leadpages serves multiple industries, they do offer multiple landing page templates specific to real estate. This service is affordable and offers integrations with many popular tools, including CRMs, as well as A/B testing, drag-and-drop customization, a weekly coaching call, and more. Cloud Attract - On the pricier end of the spectrum is this brand new offering from the makers of Cloud CMA. Cloud Attract is designed specifically for real estate and offers multiple templates that offer prospects a CMA, home valuation, or listing alerts. You can easily embed these pages into your existing website, share them on social media, or use them as a standalone destination. Home Value Leads - If you're specifically looking for listing leads, give Home Value Leads a try. This solution offers sellers automated home valuations, and lets you continue to nurture them via built-in drip marketing campaigns. If a prospect doesn't offer their contact information, this tool can optionally search for their name, email, and phone number for you. Elevated REM - Another option for offering home valuations, Elevated REM offers new lead notifications via text and email, an email autoresponder, partial lead capture capabilities, and more. Unbounce - While created to service multiple industries, Unbounce does offer several landing page templates for real estate. There no home valuations here, though—these templates mainly focus on capturing interest for individual properties, which may be useful for luxury-focused agents. Agent website providers like iFoundAgent are increasingly offering support for landing pages today. Before purchasing a standalone landing page solution, you may want to check with your website vendor to see if they offer landing page capabilities, and if those pages will support your needs. Tips and Best Practices Once you've decided on a landing page solution, how can you ensure that you maximize your lead capture? Here are a few ideas: Include a clear and concise call-to-action. If your landing page is focused on a single property, make sure that the page's title and H1 tags contain the entire property address in it. Ditto for the URL. Aim for a web address like yourwebsite.com/456-Elm-Street-City-State to ensure the page is indexed favorably by Google. Go beyond the typical home valuation and single property landing pages. Try offering guides for first-time homeowners, sellers, or free listing alerts, and beyond. If you're offering downloadable assets, force prospects to give you their correct email address by saying you'll send them the download link in an email, rather than just immediately redirecting them to the asset. For more on optimizing your landing pages, see Top 10 Real Estate Landing Page Tips. There you have it—our crash course in real estate landing pages. What other tips or recommendations do you have for your fellow agents? Let us know in the comments below!
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3 Ways to Improve Your Facebook Real Estate Ads (and Increase Results)
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Facebook's New Messenger Ads: How to Use Them for Real Estate
You are familiar with Facebook Messenger, correct? You are also familiar with Facebook ads for real estate, right? I am happy to report that recently, a new enhancement to Facebook Messenger merges these two tools beautifully. Not only that, there are some amazing use cases for this "mash-up" and how it can help generate more qualified leads for your real estate practice. Today, I want to share one great example of how you can create a Messenger destination ad as part of your Facebook advertising strategy. How It Works (the Basics) The above image from Facebook's website, perfectly and easily illustrates how this type of ad works. The image on the left shows an ad for a grocery store. The big difference here is that instead of going to a landing page or some other web property, when the user clicks the "Learn More" button, they are taken to a messenger window (displayed in the image on the right). Granted, this is a very basic representation of what can happen, but just think for a moment about all possibilities this opens up. For instance, instead of a basic discount the user can use, the user could strike up a conversation with the market (via a live human being, or an automated bot). Suddenly, communication can happen in real-time, just as quickly as the online interaction takes place. When I first read about this enhancement, I instantly got excited and started thinking about all the ways we were going to include this as part of our digital Facebook marketing strategies for our real estate clients. There are many, many ways I came up with to use this great tool, and today I'll share with you a single example you can employ today to help you make the most of online leads that are coming into your lead funnel.
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8 Dos and Don'ts for Digital Ads for Your Business (and 2 Maybes)
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Facebook Ads: 5 Must Do's Before You Publish an Ad
Facebook ads are now a widely popular advertising medium in the real estate industry. These ads have replaced traditional practices that were not only time consuming but expensive, such as door-to-door flyers, mailers, etc. Facebook is a great way to ensure your ads directly reach your clients. Some of you may already know how to create these ads, but if you are just starting out, check out this guide by Andrew Fortune for beginners. Once you are comfortable with the idea of posting ads on Facebook, here are five must do's before you publish an ad: 1. Be sure of your goal Decide what you want as the result of your ads. If it's website clicks, make sure you understand you will get only these clicks. Have a strong derivative to avoid disappointment. 2. Target the right audience I know it is pretty simple to use the target section in these ads. Select the gender, age, region, interests and you are good to go, right? Maybe not. Learn to use the exclude and geographic targeting options for your ads. Exclude people who you do not want to target—this helps greatly in creating the right audience for you. Spend more time tweaking this and keep checking the meter to see how many people can potentially see your ads.
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Get 319% More Ad Clicks (than Average) in 2 Easy Steps
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The 3 Digital Ads You Need for Real Estate--and Why
Most agents have embraced the fact that digital advertising matters. But digital advertising can seem like a black box. What kind of ads work best? Who will see your ads? What should your ads say? We've outlined three kinds of digital ads, who they are for and how you use them. 1. Digitals ads for people you already know Wait, why would you advertise to people you already know? According to data from NAR, over 60 percent of your business comes from people you have a relationship with — your sphere of influence. You worked together. You're in the same book club. You already helped them buy or sell. Maybe you're even related. These are the people who will refer you and give you their real estate business. But only if (and this is a big "if") you nurture those relationships. "A person in your network doesn't know she's in your network if you don't maintain the connection," says Jeff Lobb of SparkTank Media. That means if you aren't nurturing those relationships, you can't really say those people are part of your sphere anymore. Among the many nurture tactics you might be using, digital ads are simple — no big newsletter to write. They are subtle — they don't interrupt meetings, they don't fill up inboxes and they don't require a reply. And they are targetable — you can segment your database and create custom messages for each group. For more on this, check out, "Care and feeding of your sphere of influence."
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4 Keys to Creating a Winning Marketing Strategy in 2017
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Agents of change: how real estate agents can do well by doing good
Real estate agents are already helping people — it's part of the job description. And the way they help people, when done right, is still an experience that can't be supplanted by technology. But some agents go above and beyond, weaving charitable giving or good works into their business plan. They host fundraisers or collect canned goods. We are fortunate enough to know some leaders in real estate who are doing well by doing good, and we wanted to highlight how they do it. Laurie Weston Davis and The Geeky Girl House You don't usually think of a house as a gadget, but it's really the most critical thing anyone could have. And Laurie Weston Davis certainly thinks so. While the mission of her team at The Geeky Girls is to share technology information and education for real estate agents, Laurie knew they could do more. And when she learned about New Story, she was in. The nonprofit was created in the wake of the devastating hurricane in Haiti. The organization raises money to help one family at a time, so donors know precisely who they are helping. "The Geeky Girls have always been about helping agents in the real estate industry be better," she said. "Our goal has always been to make the experience of buying or selling a home a great one. And now we are hoping to help a family in need to get that roof over their heads." That's why the Geeky Girls are building a house, from pillar to post. Not only through their own contributions, but their participation in the Adwerx Affiliate Program is playing a part. "As an Adwerx Affiliate, we can help real estate agents save on digital advertising. And all our earnings go directly to the Geeky Girls House." So if you're interested in building your brand and building a house while you're at it, The Geeky Girls can help.
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Facebook Remarketing as Part of Your Real Estate Strategy
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3 Tips to Use Public Relations for Real Estate
What does public relations for real estate look like? It's when an agent is quoted as an expert on the local housing market for a newspaper. Or an agent writes an editorial for a financial news section on why renters should consider buying. Or a local news station covers a fundraiser hosted by a real estate broker. All these are examples of public relations and how it works for real estate agents and brokers. "Public relations is a strategic communications process that builds mutually beneficial relationships between organizations and their publics." - Public Relations Society of America (PRSA) Public relations is not to be confused with free advertising or sending out press releases. And while you may not pay for public relations the way you do for your marketing, it does require a significant investment of your time and energy. Public relations can be more effective than marketing at times because it portrays you as an expert by a third party. It provides validation of your credibility and expertise as a real estate agent. It's more subtle than advertising and very effective in establishing trust with social proof.
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Facebook Housing Ads Run into Trouble with HUD
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How One Solo Agent Built His Brand
After a meandering work life that included construction, car-detailing and customer service, it was Dustin Brohm's mother that helped him find his true calling. But first, she made him go to a class. "My mother signed up for a Rich Dad/Poor Dad weekend seminar and invited me along," Dustin said. "It totally changed my life." That change was based on something that was new to Dustin, but which quickly fit him like a second skin: entrepreneurship. Running his own business wasn't something that had ever occurred to him. He hadn't seen it modeled, and it wasn't top of mind for a career direction at all. But the seminar inspired him to make a plan around something he could do for himself, by himself. "I joined my local real estate investors association. The president suggested I get my license. And shortly after, someone referred a buyer to me. I helped him find a house and it clicked for me — I loved it!" That was five years ago. The ah-ha moment: write, write, and write some more At first, Dustin followed where his real estate business took him, client by client. He worked closely with a mentor who taught him the tried and true, old-school methods of door-knocking, calling on FSBOs and marketing to expired listings. But it wasn't Dustin's cup of tea.
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Capture Homeowner Attention in 80 Characters or Less
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How Digital Ads Helped a Rookie Realtor Sell 100 Homes in 2 Years
Realtor Kevin Johnson has never held an open house, never mailed a postcard, and never door knocked--yet he's closed nearly 100 homes since he started selling real estate in August of 2014. "I've never done any of the things that all the training programs tell you that you should do," Johnson says. "When I first got into real estate, I was like, why would I do that? The largest block of buyers is Millennials and they're not going to open houses, they're not checking their mail, right?" Rather than rely on traditional real estate marketing practices, Johnson leverages a more modern form of lead generation to grow his business--digital advertising. He says that this method brings him three to four leads per day. Johnson used digital advertising in his previous career in hospitality, and was already familiar with its benefits. But it was serendipity that introduced him to the advertising tool that he uses in his real estate practice. "When I came into real estate, Century 21 had just started their partnership with Adwerx," he says. "I remember getting an email from Century 21 about it and thinking, 'God, this is ridiculously cheap compared to what it takes to go out and hire a digital agency.' So I started with them and it has worked out amazingly well." Lead Generation Success with Adwerx So what is Adwerx, the tool that Johnson attributes his success to? Well, perhaps you've noticed that certain ads seem to follow you online. You visit a website once, and then you see that brand's ad on various places across the web for days or weeks after. This is called retargeting and it's one of the most effective forms of online advertising available today. Adwerx offers this kind of advertising to real estate pros. Adwerx offers four types of retargeting ad campaigns--listing ads, zip code-based branding ads, sphere ads, and agent recruitment ads for brokers. Johnson utilizes all four for different purposes, and estimates that he has a total of 10 to 12 different Adwerx campaigns running at any given moment. "I use the zip code ads to generate initial interest in an area that I'm trying to farm," he says. Next, Johnson uses Adwerx sphere-of-influence campaign to target his database of 6,000 people. "I take my sphere campaign a step further by breaking up my database into buckets of buyers, sellers, and rent-to-own leads. Then I target those people with different ads and different calls-to-action based on which bucket I've put them in." He updates the contact list he uses in his sphere campaigns every week, and adds tracking codes to the URLs so he can better measure his results, which, according to Johnson, "have been great." And though Johnson is mostly a buyer's agent, "for the listings I have had, I've used the listing campaign, which is an awesome tool," he says. Johnson also recently started his own brokerage with United Real Estate, and has been using Adwerx's recruiting ads to market to top performing agents in his area (see his sample ad below). The ads are targeted only to agents whose contact information Johnson uploads to the Adwerx platform. Best Practices for Effective Campaigns During our interview, we got Johnson to spill a few of the secrets he employs to get the most ROI out of his Adwerx campaigns. Here are his top tips. Keep an eye on your visuals and call-to-action. "This is so critical," Johnson says. "Realize that your ad is going to appear on a website like CNN or MSNBC or Forbes where it's going to blend with a lot of other things. So think about what color will make your ad pop yet not be offensive." Once your ad has caught the attention of a lead, it's crucial that it tells the viewer then next step they should take--whether that's checking out a listing, searching for homes on your website, or downloading a free buyer's or seller's guide. "Make sure that your ad sends consumers to a specific landing page--not the homepage on your site, but a clear, concise landing page that's tailored to the ad's call to action." Realize that your landing pages are the difference between success and failure. Is your ad getting clicks but no leads? That may be a sign that "your landing page sucks," according to Johnson. "Your landing page should allow visitors to do only one thing--and that's give you their email address." Johnson uses a psychological design trick to help make sure this happens. "On my landing pages, I've removed the navigation on the top and the bottom so literally the only thing you can do is sign up or search for homes." As we mentioned above, Johnson sends consumers who click on his ads to a landing page tailored to that specific ad's call-to-action. "My 'search homes' ad takes them to the IDX sign-up form, so they actually have to sign up to search homes on my website," he says. Another landing page offers bullets summarizing his rent-to-own program and a short form that leads can fill out to see if they're qualified. "It's little things like that--download my seller guide, download the buyer guide, etc.--that make all the difference." For landing pages that offer a free download, Johnson recommends displaying a message after leads submit their information that tells them to check their email for a download link. "That way, you know you're getting a valid email," he says. "If you just say, 'Okay, great, here's a download now,' there's no incentive for them to give you a correct email address." Johnson says it doesn't matter to him whether or not he can get a lead to respond to an email. His main purpose in collecting email addresses is being able to remarket to them via Adwerx sphere ads in the future. "I have a separate sphere ad campaign running just for people who downloaded the buyer guide." Periodically update your ads to optimize performance. Johnson scrutinizes his ads after a month. "Am I getting the right clicks to impression ratio that I want to see?" he asks. "If not, I need to tweak my ad, and keep tweaking it until it works. And I refresh them; it helps a lot." From CNN to Starbucks--and beyond! Johnson has simple advice to agents and broker who may be considering Adwerx for lead generation: Just do it. "It's the easiest thing ever," he says. "In all seriousness, you can't afford not to do it. Think about running one Adwerx campaign. It's 10,000 impressions per month. Can you, for that $50, $60, or $70 per month that it costs, mail that many postcards out? You can't, that's the answer. Even if you could, there's no way to track anything. With Adwerx, you can track your messaging instantly." But perhaps the most profitable thing that Adwerx does for agents is increase the visibility and prestige of their personal brand at an affordable price point. "I had someone at Starbucks just a couple of weeks ago, go 'You're Kevin Johnson, right?' I've seen your ads. You're always on CNN. You must be really successful to be able to advertise on CNN.com,'" Johnson says, laughing. "I said, 'Why, yes, I am.' "A lot of people think that running your Adwerx campaigns on sites like CNN is really expensive, so that adds to your stature as an agent." Johnson says that Adwerx is a 24/7 reminder to your audience of who you are. Even if a prospect is not ready to buy now, that consistent exposure to you and your brand will ensure that you're top of mind when the time comes for them to choose a Realtor. "That's truly the key to it," says Johnson. "If you want to capture mindshare, stay top of mind. I was top of mind with that gentleman at Starbucks. He saw my face, my face was in my ad, and he knew who I was because he sees me on CNN all the time." Johnson has one final piece of advice for his fellow agents: "If you want to be successful in the future, you cannot do what agents have done all these years. Rick Davis at Century 21 said that the next super agent wasn't in our business two years ago. And the reason being is that they're not hindered by the rearview mirror. They don't know how it's supposed to be done. They're going to go out and chart new paths, and it's going to be successful," he says. "And that's what I've tried to do. If I want to stand out, if I want to be above average in my income, I can't do what everyone else is doing. I've got to make my own swim lane and do my own thing--and Adwerx has helped me do just that."
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So You Got the Listing. Now What?
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What Is the Best Real Estate Marketing Campaign?
When it comes to our website and our Internet traffic, one thing I love is analytics. I love digging in, seeing who is hitting which pages, finding out where our traffic is coming from, which Facebook ads are outperforming others, and even which blog posts are getting the most reads. The other thing I really love is reading through the lists of keywords people are typing into their search engines to find us. One thing that I see time and again has to do with what the "best" or "perfect" real estate marketing campaign is. To that end, today I'll share with you some key considerations in implementing the best real estate marketing campaign possible. Love the Farm You Pick This may sound like an obvious thing to focus on, but I cannot tell you how many times we come across Realtors that are spending thousands of dollars on a farm area they don't like, with homeowners they don't like, in areas of town they don't like. This is not the way to start a successful real estate farming campaign. Remember the saying, "Choose a job you love, and you will never work a day in your life"? The same holds true for your geographic farm area. If you choose an area of town you love, that has homes you love, with a community of homeowners you like and truly want to serve, you are just going to do better. People are smart animals. They will see how genuine your desire to help is, you will give them a good feeling, and they will gravitate towards you when the time comes to choose a Realtor.
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